Negative Keywords: What Are They and How to Use Them

Starting with Google Ads doesn’t have to be complicated. One essential tool to master is negative keywords. Unlike regular keywords that show your ads to the right audience, negative keywords keep your ads from appearing in irrelevant searches. Using them helps you save money, focus on the right audience, and get better results from your ad campaigns. In this guide, we’ll break down how negative keywords work and show you how to make them a powerful part of your Google Ads strategy.

What Are Negative Keywords?

The words or phrases you don’t want your advertising to show up for are known as negative keywords. By including these terms in your campaigns, you are telling Google, “Hey, don’t show my ad if someone searches for this!” You can avoid spending money on clicks that are unlikely to convert by doing this.

Let’s say you own a bakery. By adding those terms as negative keywords, you keep your advertising relevant and focused. For example, you may want to appear for searches like “fresh bread” or “delicious pastries,” but you don’t want to appear for searches like “how to bake bread” or “cheap bakery supplies.”

Why Use Negative Keywords?

• Save Money: No one likes throwing money down the drain. By filtering out irrelevant searches, you reduce wasted ad spend on clicks that won’t lead to sales.
• Improve Click-Through Rate (CTR): When your ad shows up for relevant searches, you’re more likely to get clicks. A higher CTR signals to Google that your ads are relevant, which can improve your ad positioning.
• Boost Quality Score: Speaking of relevance, using negative keywords can help improve your Quality Score. This is a metric Google uses to determine the quality of your ads and keywords. A higher Quality Score could lead to better ad placements and lower costs.
• Refine Targeting: Negative keywords help you hone in on your ideal audience. The more specific you can be, the better you can connect with potential customers.

How to Find Negative Keywords

Now that you’re sold on the benefits, how do you find the right negative keywords? 

• Search Query Reports: Check the search terms report in your Google Ads account. This will show you what people are searching for when your ad shows up. Look for terms that are unrelated or low-quality leads and add them as negative keywords.
• Competitor Analysis: Take a peek at your competitors. What keywords are they targeting? Are there any obvious terms you should avoid?
• Brainstorming: Get in a room (or a virtual one) with your team and brainstorm potential negative keywords. Think about terms that might be commonly associated with your products but don’t align with your offerings.
• Keyword Tools: Use keyword research tools to help identify negative keywords. Many tools can suggest terms based on your main keywords, helping you find those pesky negatives you might not have considered.

Best Practices for Using Negative Keywords

• Keep It Updated: Your negative keyword list isn’t a one-and-done deal. Regularly review and update it based on performance data and new insights.
• Use Different Match Types: Google allows you to use broad, phrase, and exact match types for negative keywords. Experiment with these to see what works best for your campaigns.
• Group Your Negatives: Organize your negative keywords into themes. This can help you manage them better and ensure they’re applied effectively across your campaigns.
• Monitor Performance: Keep an eye on how your ads perform after adding negative keywords. If you see a drop in impressions but an increase in conversions, you’re on the right track!

Summary

To sum up, when it comes to optimizing your Google Ads campaigns, negative keywords are revolutionary. You may increase your click-through rates, save money, and establish a stronger connection with your target audience by successfully removing irrelevant traffic. The secret to success when honing your keyword strategy is to be proactive and update your list of negative keywords regularly.

If you’re looking to take your Google Ads strategy to the next level, SW Marketing and Consulting is here to help! Our team of experts can guide you through the ins and outs of keyword management and help you maximize your ad spend. Reach out to us today!